VIRBAC

THE CHALLENGE

Virbac is a global animal health brand committed to the wellbeing of animals, from companion pets to livestock.

As a premium brand operating in a highly competitive market, Virbac needed a campaign that would not only drive demand, but reinforce the quality and credibility behind the brand itself.

Building on our long-standing partnership, we identified an opportunity to influence purchasing behaviour through product with genuine perceived value. Not promotional giveaways, but considered apparel designed to build brand affinity in the real world.

Together, we developed a fully customised polo featuring premium fabrication, custom colours, and elevated branded detailing throughout. Every element was designed to reflect Virbac’s positioning and move the campaign beyond traditional merchandise.

Supported by brand ambassador Scott Barrett, the polos quickly gained traction within the farming community, turning a simple gift-with-purchase mechanic into something genuinely aspirational.

THE IMPACT

The response was immediate.

Farmers actively brought forward purchasing to secure a polo, increasing order volumes throughout the campaign period.

Around 3,000 polos were distributed, with the range selling out in just six weeks, significantly ahead of expectations.

The campaign generated strong pull-through at clinic level, with customers actively asking how to qualify. This was clear evidence the product had become part of the brand’s appeal.

More broadly, the partnership demonstrated the impact of aligning product quality with brand positioning. By creating merchandise people genuinely wanted to wear, Virbac strengthened visibility, increased engagement, and reinforced its premium position within the market.

Because when product is considered, people value the brand differently.